One of the most persistent requests we get from clients concerns our point of view on whether advertising wears out. The short answer is yes.

∙ Our comprehensive research over many years confirms that ads, regardless of the media, lose their selling power predictably over time.

∙ Advertisers might wish their ads could run indefinitely with the same effectiveness, but this is not the case.

∙ As more money is spent behind an ad, its selling power decreases even if it remains enjoyable for viewers.

✔ The good news is that wear-out is predictable and manageable with the right strategies. There are ways to manage this effect and maintain advertising returns.

Join us at MSW Research for the first video in our three-part series on advertising wear-out, and contact us for insights on optimizing your ad strategies.

Last year, an MSW Research report had readers intrigued. We spotted an anomaly in the shampoo category:

In 2023, 50% of consumers didn’t buy their preferred brand.

This is unusual, you would normally expect 25-30% not buying their preferred brand.

In 2024, instead of a return to normalcy, the figure rose even further.

⌖ The biggest factors? Pricing and availability. Last year, 44% cited cost as the reason for switching brands, while 22% could not find their brand or a variant of their brand. That availability issue has increased.

⌖ This year, pricing concerns dropped slightly, but availability issues surged to 30%.

There is something going on in shampoo as a result of pricing, availability, and other factors.

Stay tuned as we dive deeper into these trends over the next two days, and don’t miss our upcoming blog for a detailed analysis!

What is the difference between Brand Equity and Brand Health?

→ represents the value of a brand, built from all its market activities—name, image, advertising, service quality, and more. It’s the reason consumers prefer one brand over another and may even pay more for it.

→ tells us how the brand has evolved and where it’s heading. It includes metrics like advertising awareness and brand perceptions.

At MSW Research we use advanced techniques like brand franchise analysis and RDE analysis to assess consumer connections with your brand and monitor key trends.

Let’s discuss how we can help elevate your brand with our advanced tracking methods.